Bonotto Editions, the retail arm of the renowned Italian textile manufacturer, Bonotto, asked us to create an expansion strategy focused on the Indian luxury market. We created the core messaging of Craftsmanship to the World, to make use of the core capability of Bonotto, which is its intense attention to detail in crafting textiles. Partnering with foreign Designers while maintaining this value allows Bonotto to reach more customers and built its brand.

1. CRAFTMANSHIP
TO THE WORLD

2. S
BONOTTO EDITION
INDIA
Vaivabh Haruno Josh Anindita Disha
B O NO T T O E D I T IO N S
INDIA
Vaibhav Haruno Josh Anindita Disha

3. ITALIAN
CRAFTMANSHIP
3

4. `INDIAN AESTHETIC
4

5. MADE IN ITALY
DESIGNED IN INDIA
5

6. INNOVATIVE
LUXURY

7. INNOVATIVE
LUXURY

8. INNOVATIVE
LUXURY
ACCEPTED
LUXURY

9. INNOVATIVE
LUXURY
ACCEPTED
LUXURY
INDIAN LUXURY CONSUMPTION TREND
MADE IN ITALY. DESIGNED IN INDIA.

10. PARTNERSHIP

11. DESIGN PARTNER`
DESIGN
PARTNER
11

12. `
JOURNEY
12

13. DESIGNER
RASEEL GUJRAL ANSAL
13

14. COLLECTION
CASA PARADOX
14

15. WHY DELHI ?
THESE ARE THE REASONS WHY
15

16. F O R B O N O T T O E D I T I O N S

17. PERSONA
RACHNA JINDAL
17

18. PERSONA
LIFESTYLE
18

19. PERSONA
BRAND PREFERENCE
19

21. STRATEGY TIMELINE
MADE IN ITALY. DESIGNED IN INDIA
YEAR 1 YEAR 2 YEAR 3
WORK WITH A
DESIGN PARTNER
FROM DELHI
WORK WITH A
DESIGN PARTNER
FROM MUMBAI
OPEN BONOTTO
EDITON
SHOWROOM
21

22. SUSSANE KHAN

23. DESIGNER
SUSSANNE KHAN
23

24. COLLECTION
CHARCHOAL PROJECT
24

25. WHY MUMBAI?
THESE ARE THE REASON WHY
25

26. PERSONA
ROSHNI NADAR
26

27. PERSONA
LIFESTYLE
27

28. PERSONA
BRAND PREFERENCE
28

29. 29

30. STRATEGY TIMELINE
MADE IN ITALY. DESIGNED IN INDIA
YEAR 1 YEAR 2 YEAR 3
WORK WITH A
DESIGN PARTNER
FROM DELHI
WORK WITH A
DESIGN PARTNER
FROM MUMBAI
OPEN BONOTTO
EDITON
SHOWROOM
30

31. STRATEGY
YEAR 3
DIRECT
RETAIL FOR
BONOTTO EDITIONS
IN INDIA
31

32. PROMOTION

33. PROMOTION
MEDIA
33

34. PROMOTION
PHOTOGRAPHER
34

35. PROMOTION
LAUNCH PARTY
35

36. BUSINESS MODEL

37. PRICING EXAMPLES
MADE IN ITALY. DESIGNED IN INDIA.
37
HIGH-END RASEEL
COLLECTION
HIGH-END ITALIAN
COLLECTIONS IN INDIA
DINING TABLE
(8 SEATS)
BED (WITH SIDETABLE)
SOFA (4-SEAT)
20K EUR
22K EUR
16K EUR
40K EUR
40K EUR
30K EUR

38. REVENUE SHARING
RETAIL
MARGIN
BONOTTO
PROFIT
DESIGNER
PROFIT
PRODUCTION
MARGIN
WHOEVER
SELLS IT
BONOTTO
DESIGN
PARTNER
MADE IN ITALY. DESIGNED IN INDIA.
BONOTTO
40%
38
50%5% 5%

39. COST & REVENUE
MADE IN ITALY. DESIGNED IN INDIA.
RETAIL
PRODUCTION
40% • SHIPPING
• SHOWROOM SPACE
• RETAIL EMPLOYEES
MATERIALS •
BONOTTO EMPLOYEES •
FACTORY COSTS •
REVENUER
REVENUE
39
50%

40. REVENUE SHARING EXAMPLE
MADE IN ITALY. DESIGNED IN INDIA.
40
BONOTTO EDITIONS COLLECTION
DINING TABLE - RETAIL
PRICE : 30K EUR
RETAIL MARGIN
PRODUCTION MARGIN
BONOTTO PROFIT
DESIGN PARTNER PROFIT
12 K EUR
15 K EUR
1.5 K EUR
1.5 K EUR
5%
40%
50%
5%
ANALYSIS

41. DESIGN PROCESS
MADE IN ITALY. DESIGNED IN INDIA.
1
DESIGN RESEARCH
IN INDIA & ITALY
2
CREATE NEW FABRIC
AT BONOTTO FACTORY
3
CREATE COLLECTION
INCORPORATING
NEW FABRICS
41

42. PRODUCTION PROCESS
MADE IN ITALY. DESIGNED IN INDIA.
1
MAKE
PROTOTYPE
2
TRANSFER
PRODUCTION
3
PRODUCE PIECES
TO ORDER
42

43. BENEFITS TO BONOTTO
MADE IN ITALY. DESIGNED IN INDIA.
ENTER INDIAN
MARKET
BUILD BRAND
RECOGNITION
ASSOCIATE
WITH WELL
KNOWN DESIGNER
DO SOMETHING
UNIQUE
43

44. BENEFITS TO INDIAN DESIGNER
MADE IN ITALY. DESIGN IN INDIA.
MORE CONTROL
OVER PRODUCT
LINE THROUGH
TEXTILE DESIGN
“MADE
IN ITALY.
DESIGNED
IN INDIA.”
MORE
REVENUE
FOR DESIGN
& RETAILING
RECOGNITION
AS A GREAT
DESIGNER
BUILD
INTERNATIONAL
PROFILE
+
DEEP
EXPERIENCE
OF TEXTILE
PRODUCTION
PROCESS
44

45. CRAFTMANSHIP
TO THE WORLD

46. M A DE I N I TA L Y
DESIGNED IN X

47. T H A N K Y OU
QUESTIONS?

48. APPENDIX

49. OTHER OPTIONS
47
DELHI

50. OTHER OPTIONS MUMBAI
48
MUMBAI

51. CONCEPT

52. BROCCATO
(brokˈkato)
Broccato or brocade represents
the trading between the far east and
Italy. It was the most imported fabric
during the Italian Renaisance.
In India brocade is a fabric of luxury
worn by nobles. When Buddha attained
nirvana, his body was wrapped by
Banara fabric also known as brocade.
49

53. 50

55. PIETRA
DURA
Setting of highly polished coloured
stones in a base layer, often marble, as
an ornamental feature. This technique
is used in many famous architectural
landmarks, such as the Taj Mahal.
Originating in 16th century Rome, it
spread to the far east and became
popular in India reinterpreted in a native
style.
Literally: Hard Stones
52

56. 53

58. ARTE
Both cultures have a great appreciation
of the arts. The Bonotto brothers find
inspiration through Fluxus Art. The first
proposed collaborator, Ruseel Gujrat,
has a famous Indian artist as her father.
Because of “classical” taste among
luxury buyers, art is quickly connected
to the Reinaisance and Italy more
generally.
(’arte)
55

59. 56

61. +CRAFTMAN
SHIP
INNOVATIVE
HERITAGE
AESTHETIC
FABRICS
HERITAGE

62. AESTHETIC
CRAFTSMANSHIP
FABRICS
INNOVATIVE
HERITAGE